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Episode 101 of the CAS Podcast kicks off a new series focused on building a successful marketing plan for your custom t-shirt business. In this first installment, the spotlight is on one of the most crucial steps in effective marketing: choosing the right niche. Whether you’re just launching your business or looking to tap into new profitable markets, this episode offers a practical framework for narrowing your focus and maximizing results.

What You’ll Learn in This Episode

What Does It Mean to “Niche Down”?

Niching down is the process of going from a broad market (like “outdoor life”) to a highly targeted and passionate audience (like “female deer bow hunters”). The episode shows how this granular approach helps you connect deeply with customers, build a brand identity, and stand out in a competitive industry.

Examples of Niche Breakdown:

1. Outdoor Life → Hunting → Bow Hunting → Female Bow Hunting → Deer Bowhunting → Regional/Local

2. Fishing → Freshwater Fishing → Noodling (hand-fishing)

Each narrowing step helps you target more specific groups with stronger community ties and clearer messaging opportunities.

How to Evaluate a Good Niche

Before committing to a niche, use these criteria:

1. Passionate Community: Is this a group people identify with and engage in regularly?

2. Large Enough to Sustain a Business: Are there thousands of active members?

3. Not Overserved: Is there room for new brands and designs?

4. Affinity: Do you enjoy or at least respect the community?

5. Spending Power: Do people in this niche buy gear, merch, or apparel?

6. Online Visibility: Are there Facebook groups, Instagram hashtags, Reddit communities, or YouTube content?

Case Study: Bow Hunting

1. Facebook groups with 5K–10K+ members

2. Instagram: 1.6 million posts

3. Reddit: 15K+ in community

Case Study: Noodling

1. YouTube videos with hundreds of thousands of views

2. Instagram: 37K+ posts

3. Facebook: limited group size

4. Reddit: no specific subreddit (a potential gap or weak spot)

Where to Research Your Niche

1. Facebook Groups: Search by topic and examine group size, engagement, and post frequency.

2. Meetup.com: Review local groups tied to your market interest.

3. Reddit: Join subreddits and read what people are saying.

4. Instagram: Check hashtags and explore who’s posting and engaging.

5. Conventions and Events: See if the niche has in-person gatherings.

6. YouTube: Look at viewership and subscriber count for relevant content.

Action Steps Once You Choose a Niche

Understand the “Vibe” of the Community

Is it:

1. Environmental?

2. Aggressive?

3. Political?

4. Humorous?

5. Competitive?

Note what posts get the most likes, comments, or shares. Pay attention to:

1. Popular tools or equipment

2. Influencers or “mavens”

3. Cultural references or memes

4. Places or events that matter

Start Designing for the Audience

1. Create sample t-shirt designs that reflect the community’s tone.

2. Post them on Facebook, Reddit, or Instagram and ask for feedback.

3. Use the community’s language and themes in your artwork.

4. Participate authentically—don’t just promote, engage.